Smile. It’s time for social media for dentists.


Say "aaaaaaah."

This week I was contacted by a cosmetic dentist in the tony neighborhood of Union Square in San Francisco who wants some social marketing oomph to stand out in the deluge of cosmetic dentists, holistic healers and “smile whitening” shops in the city.

I’m suggesting that we find a way to market to the after work and lunch hour crowd working within walking distance of the office — because someone’s more likely to switch to a new dentist if they can squeeze in an appointment during lunch or right before or after work.

While researching this project, I found the book, Social Media for Dentists. It claims that only 14% of patients use the yellow pages to find dentists anymore, where more than 80% use the web: http://socialmediadentist.com/

This dentist has a slick website, but how will it stand out when it doesn’t even show up in the top three pages of Google searches for “cosmetic dentist Union Square” or “holistic dentist San Francisco?”

My social strategy for the dentist will include:

– A Facebook fan page where we’ll invite in all of his existing clientelle, and offer discounts or specials to incentivize patients to sign up. We’ll also hand select people in the immediate vicinity and invite them to friend the page.

– A bi-monthly email and print newsletter with patient success stories and tips about dental care and the latest procedures.

– Pages created on relevant alternative health social networks – such as Gaia.com.

– Google ad words and Facebook advertising.

– Getting listed in social media dental networks like http://twentist.com/ and eco friendly listings like http://www.sustainlane.com

– Reward customers with discounts or perks in exchange for posting reviews on Google and Yelp. Reviews from real people will help up  the position of a Google profile.  As you can see below, the most reviews doesn’t always mean the top spot, but it does help get you in the top ten.  A well rounded profile with many links, pictures, and videos will also help.

– A press release sent on PR Newswire or several free press release services to help drive links to the site and increase the search rank.

– A free grand opening party, after work, with DJ music, free healthy cocktails, promoted with lunch time flyers and social network invitations.

Any more ideas on how to make our Dentist stand out and smile?

Published by Gisélle Bisson

I am a storyteller. I am a bridge between the worlds of high tech and high touch. The main communities I build are between thought leaders in Technology, Entertainment and Sustainability. (Kind of like a TED conference.) These are the early adopters, risk takers and super connected connecters who can set your ideas on fire! As a veteran Silicon Valley tech PR executive and product launch visibility expert, I have launched more than 30 paradigm-shifting products and consumer technology companies in my career -- products that changed your life and are used by tens of millions of consumers. I was on the teams that introduced major innovations we now take for granted -- like email, video editing, ink jet printers and mobile devices. I've promoted products that reached 5 million to 40 million customers -- paying customers, not eyeballs. We did this almost 100% with free PR and social media -- not paid advertising. Increasingly all business must be social, sustainable, sharable and conscious. And I believe social media is the catalyst of this conscious convergence and shift. I've learned that it's not just about "content" or "engagement" -- it's about creating authentic communities around an event that share your news and spread the word for you. I combine social media with press relations, speaking engagements, events, social ads, email lists and street teams to generate waves of awareness that catapult your launch and sustain it. Move forward, into the future. I can help you make a Visibility Shift.

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